As the Director of Brand at Tipalti, a High-Velocity FinTech startup, I helped take it from a Series B to a valued 8.6B Series F. I built a multi-discipline internal agency with Web, Video, Event, Digital, Copy, and UX/UI capabilities. We created a new brand identity system, executing over digital & web campaigns, print, events, social, and motion.

TIPALTI
BRAND
DESIGN

I had the privilege of helping design and define the Tipalti brand. We established what Tipalti stood for in the eyes of the founders, thus what it meant externally. We then set the creative vision and built brand guidelines. We integrated the strategy, tone of voice, logo, color, typography, art direction, and product which came together to make the Tipalti brand.

Role: Director of Creative
Motion Design: Ghost Army Design, Oakland
Music/SFX: James Riotto‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎

A feature film showcasing our customers use of Tipalti to save lives.
Production: Froth & Fur ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎

We sat with leadership to develop ‘Tipaltis Future Vision.’
Production: Deep Vibe Creative Agency ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎

GLOBAL
BRAND
CAMPAIGN

Photographer: Michelle Watt
Partner Agency: Godfrey Dadich

Unearthing CEO Chen Amit’s vision for Tipalti to take finance employees out of the basement and into the executive meetings, we developed a bold brand awareness campaign to differentiate from competitors.

AUDIENCE Finance is in charge of a critical part of the business, but they’re often stuck in mundane and manual processes. Tipalti is empowering finance to ‘take charge’ in order to reach their full potential.

TONE The custom photography is unlike any other imagery in the market. These larger-than-life people in finance are aspirational being shown ‘taking charge.’ This bold approach breaks through the clutter of traditional B2B advertising and instills a sense of humanity and emotion in the brand.

TIPALTI
ILLUMINATE
CONFERENCE

Attendance: Record-breaking 5,000+ registrants worldwide.
Reach: 61% increase from 2022.

As the Director of the event, I was responsible for the naming and creative execution from product to design, budgeting, executive presentations, attendee experience, and sales enablement for the annual (hybrid) user conference - Tipalti Illuminate.

The virtual event hosted 5000k+ registrants across 3 days, over 72 internal and external speakers, 32 sessions, 8 sponsors (over $100k in sponsorship revenue), and took place both online as well as in person in San Francisco and London, NYC and Chicago.

TIPALTI
CARD

As Director of Creative our team was excited to be able to launch the Tipalti Card program to allow corporate card spend offering both physical and virtual cards. Working with the Product Design team to incorporate brand design into the experience, and with the physical card design team at Stripe, we launched the first-ever Tipalti App on Android and iOS in conjunction with the card.

TIPALTI.com

Total Visits
1.5M

Pages per Visit
4.07

Avg Visit Duration
00:02:41

Global Rank
#37,975

Country Rank
#16,133

Category Rank
#110

Reporting to the VP of Brand Marketing, I oversaw web visual design. I was a key player in strategically telling our story across our direct-to-consumer web and digital marketing environments. I advised on best practices for the web including responsive design, information architecture, interactive design, analytics, digital design, and strategy.

As Creative Director I oversaw digital performance marketing for the creative team including email, organic social. Inspiring creative excellence and promoting brand standards using CMS-driven sites to create a best-in-class performance/direct-response email, social, and advertising creative working with the product engineering department to implement new design capabilities.

I have certification in Figma design-systems, and a working knowledge of UI design systems for the web—familiarity with Jira, Asana, Monday, Wrike, and other project management tools.

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